Basically, I ask a lot of questions because I don't like or trust hard and fast rules. And while every last one of these posts offers you a little bit of knowledge to then take back to your marketing campaigns and apply in the way that works best for your team and your company, there's not a guaranteed formula for success or correct answer in the bunch.

If you're resorting to tried and true advice, you're missing opportunities to do something better than anyone's ever done it before. Instead, I want you to question everything anyone's ever told you about how to make marketing (especially content marketing) work. You might fail a little along the way, but even the failures will teach you something about what success looks like.

Winning by breaking the rules

So in honor of the holiday season, let's unwrap our presents early and look at some marketing campaigns that won by flouting some fundamental rules of marketing.

Appeal to a wide audience

Not everyone knows who Skeletor is. And few of those love him, but Honda threw caution to the wind and let him star in their latest commercial.

While they are hedging their bets with other commercials starring Jem, Strawberry Shortcake, Gumby, and Stretch Armstrong, none are designed for mass appeal. Instead, they're taking advantage of random affinities that can help consumers feel deeply connected to your brand. I know I can't stop talking about them.

Stay on message

In 2013, Oreo newsjacked the hell out of the lights going out at the Super Bowl with this now iconic tweet:

You know what happened. 15,000 retweets later, Oreo had won the Internet and real-time marketing was born. Imagine what would have happened if they'd stuck to their super-sweet pregame message of game day recipes. For one, we wouldn't be talking about them here.

Focus on your competitive advantage

I have no idea if TD Bank has a local branch, what their rates are like, if their tellers are awesome, or if they have an app that will revolutionize the way I do online banking.

But after this commercial, I want desperately to do business with them because of the core values this video speaks to. They're asking us to connect with who they are, not what they do. And it works.

Meanwhile, this commercial for the MacBook Air also skips product info and instead focuses on how people use the product rather than what's amazing about it.

At the end, I have zero idea what the competitive advantages of a MacBook are. But I want one. And I want to put stickers on it.

Don't offend anyone

Remember the Joe Boxer/Kmart commercial from a few years ago?

How could any of us forget? Sure, some people were annoyed when this commercial came out, but the rest of us played it over and over for our co-workers, friends, and family. Daring to be different is daring to be remembered.

Don't be annoying

Speaking of memorable. While this Old Spice commercial is physically painful to listen to:

I can't stop myself. This one will stick with you and everyone else who watches it. They're stretching a little beyond those charming Isaiah Mustafa commercials and into Old Navy territory (please make it stop), but it just might work.

The lesson here is that shouting your name from the rooftops is not the only way to get people to remember your brand for years. You may not have heard of Tao Lin before reading this post, but the stunt was weird enough that it lives on in publishing (and now Internet marketing) legend even eight years later.

Your turn

But really, other people's presents are boring. Are you ready to bet on out-of-the-box thinking this holiday season (and beyond)? Here are some rules I want you to go break to see what the rewards might be.

Write right

If your brand voice skews toward concision and you're using the Hemingway App (like everyone else is), are you really standing out? If your paragraphs are short and scannable, is anyone really remembering what you had to say? And if you're writing to an eighth-grade reading level are all those simplified words just washing over your audience?
There are a lot of rules for writing. They're all made to be broken.

Bigger (content) is better

Simon Penson already covered this fallacy quite well last week in his article about content flow. Just remember that if you're aiming for big bang followed by bigger bang and then even bigger, you could be wearing your readers (and your writers) out. Try out a smaller project. See how people react.

Use storytelling

Stories are awesome. But nothing can make you crave a bulleted list of value props like sitting at a huge gathering with people shouting stories at you (ahem, the Internet). Why not A/B test storytelling versus a more straightforward style and see what converts.

The best headlines follow this formula

I'm all for a good headline. I'll even resort to clickbait (if I think the reward for the reader is high enough). But what's interesting to watch at Moz is that we'll often choose the more academic headline over the flashier one. I'm not saying you should do the same (remember, the only rule here is that you should break all the rules), but consider your audience when writing that headline.

Narrow down your CTAs

Paralysis of choice blah blah blah. If you have only one action you want your site visitor to take, then of course you don't want to confuse them with multiple other things to click. But too often we "simplify" pages by removing options people might actually want. I'm not saying you should add all those "click here" buttons back to your site, but I am saying you should think before turning your homepage into a single "buy here" button.

Make your blog posts actionable/entertaining/educational

One of the rules at the Moz Blog is that our readers like actionable posts. I'm glad we know our audience that well. But we're also not going to sit back and decide that means a theoretical post won't do well because the numbers say actionable=popular.

In fact, this post isn't especially actionable (unless that action is "go back and think about what you're doing"). Is it going to help you? I hope so. Even if it isn't what you've come to expect from us.

Publish or perish

An editorial calendar is a terrible thing to let control your life. While publishing new content on a regular basis can be a very good idea, it's also a good way to get stuck in the flywheel, churning out another interview with a supplier because that's what you do on Tuesdays.

At Moz, we recently decided to let a day pass without publishing a new blog post (long story). As much as everyone on our content team believes in putting out fewer, better posts, it was still challenging to actually follow through with this decision.

But the resulting loss of traffic was negligible.

And while we aren't eager to repeat the experiment (authors, please turn things in on time), we learned that the world does not end when we don't put up a post. Our time on page and page values actually went up. Who knew?

Remember that blogs aren't Twitter and you won't be forgotten if you already have a reputation for good content. Publish when you have something worth publishing.

Create once, publish everywhere

Using one piece of content for multiple purposes seems like a good idea until you've got a LinkedIn feed full of podcasts no one has ever listened to and a Facebook wall covered in blog posts announcements that achieved no reach.

If your gut (and your data) tell you that your audiences on different channels expect different things, find a way to get them more of what they want, don't just feed them what they have. Piece out that infographic so it shows up well on Twitter and your tweeps can get that two seconds worth of information they're looking for. Or record a fantastically fun intro for your webinar and put the intro (not the webinar) on YouTube to see if you can tease people over to your site.

Get social

Social media can be an excellent way to get traffic to your posts. And sometimes it isn't. Copyblogger is just one of the big brands who looked deep into the traffic and engagement they were getting from Facebook before deciding to close their page.

You'll have to look at your numbers to see what the right decision is for you, but when it comes to social media, doing something simply because you've been doing it forever is almost as bad as jumping on every new platform that comes out before investigating it.

Packaging should be practical

While there is always a practical aspect to packaging, once you've seen the Nike Air sneakers packaged in a bubble of air or the labels on Smirnoff's Caipiroska that peeled off like the skins of the fruits the vodka was flavored with, it becomes obvious that an investment of time and creativity in packaging (as with everything you do) can have a much bigger impact than more of the same.

Cover the next How to Train Your Dragon in dragon scales, wrap that hi-tech travel bag in special edition maps of popular destinations, or print your anti-pesticide pamphlet on seed paper that can be used to start an organic garden. Better yet, let your design team loose to create something amazing and brand new that's exactly right for your audience.

Stick to your content strategy

While strategy is a very good thing (and you've likely invested significant money and/or resources into creating that strategy), how do you really know if it's working unless you push at the edges a bit?

Know that your audience likes reading about car parts? See if they respond to a post waxing nostalgic about Knight Rider. Or introduce your organic skincare clients to some of the politics behind GMOs. You might bore someone. You might offend someone. You might also find you've made a stronger connection with some of your core customers.

Go break some rules

So if it's been awhile since you asked "why are we doing this?" or tried something new, go shake it up already. Because unless you're making Nestle Toll House cookies, chances are your recipe can still use some refinement.

Go forth and open your presents early. Enjoy the rush of innovation rather than the boredom of imitation. Then come back and tell us how it worked out and what you learned.

Incredible post... so happy Moz allows 'less actionable' posts, as they seem to always be my favorites! :) In fact, there are at least 10 things you shared that could/should/will likely be plastered on an office wall as reminders... my favorites in bold:

I really love having the freedom to create some of these more viral and fun style campaigns. It's rare that clients let you do some of the more daring things out there but as a marketer it's one of the most pleasurable experiences to create something fun because if its fun to watch/read etc. most of the time it was also fun to make!

Thanks, Chris and Anthony! We'll keep doing what we can from our end to back you up on making those more fun campaigns :) And I totally agree about how fun translates throughout the process. I had a writing prof who would say, "Don't write bored, you can't edit that ___ out" and the same applies to creating campaigns for sure.

Greath post, and all is perfect but "Bigger (content) is better", these rule risk content like portfolios sites, infographics or image portals... and most infographics are some gold content while other longer texts are just junk.

Very interesting your article. I consider the three most imporant points for content marketing is to create a single call to action in a single article (but watchful eye to our reader), be multi-channel (not always use the same format) and, above all, love people with your writing style.

Rules are made to be broken, but imitation is the sincerest form of flattery and sometimes it's through imitation that we inadvertently make the leap toward unique and unorthodox ideas. However, it's important to acknowledge when a marketing strategy has stagnated, and breaking a few rules can be one way to breath some fresh air into a brand.

I love posts like these that get me thinking, and I'm also happy that Moz has been publishing more and more blogs on content marketing and branding! Keep them coming please!

Adam, you're totally right that a lot of amazing things happen when we start with imitation. It's really the only place most of us can start. What I fear is that many of us get stuck in the imitation rut and fail to see the beauty and potential in our own ideas (and then never get out of that rut). You might enjoy my very first Moz post about the lifecycle of ideas.

I would add just one thing. If a brand wants to stand out from its competitors, he will have to give a bit of self, its history. The client wants a contact point, something he can feel and wants to remember.

This is rather ironic, because conformity is based on the example of a winning maverick, who - as you write, Isla - one day decided that breaking the rules was the best way to express himself, his brand values or, more simply, his personality.

If we reflect more deeply, if we focus our "microscope" to what we do and our attitudes, then we will find that conformism - or repeating the same actions that led to the success of others - is what drives us to continually ask for tips and tricks and not paying due attention to the whys a brand used those same tips and tricks for the first time.

The problem is that those who copy without reinventing are similar to those industrially producing fake paintings, which reproduce with extreme accuracy the techniques of a famous master. Good exercises in style... but a copy of a Van Gogh is not a Van Gogh.

Completely agree, Gianluca. It's something of an irony that marketing is all about standing out from the crowd, but there are many people who want to do things a) exactly the way the competition do it, or b) exactly the way they've done them before. Fair enough if you want to repeat something successful, but why not add a splash of creativity so it feels different, or take the best bits and dump the bits that didn't work? Otherwise it's just an exercise in style, as you say, rather than a new work.

I totally agree with both of you. And I get why people are conformists, because non-conformity is really difficult and takes a lot more energy than following the lead of others. There's also a lot more risk in positing new ideas, but in marketing (as in art) the personal (and potentially also professional) rewards are so worth it :) Thanks to both of you for championing new work and ideas!

One thing I will say Isla, non-conformity while hard is much easier for brands, then no-name Joe. That is why I especially like your inclusion of Tao Lin. Great Job and great example that it can be done, after they "GET IT!"

Thanks, Vadim! Although I'd argue the opposite about brands versus no-name Joe. No-name Joe doesn't have to convince his legal and PR teams that he isn't nuts for taking a risk. There is the same opportunity to fail for either, but a smaller company is going to have less face to lose if their risk goes badly.

Glad you liked the Tao Lin example. Talk about someone who knows his audience :)

I would agree with you, Vadim Mialik. Once you have made it, it's easier to experiment. At the end of the day mad idea does not stand too far from novel idea. Sometimes it really depends what angle you are looking from. And with the army of followers that already in love with the brand it is easy to break certain rules. So I think it is important to playing safe till you get to know what your audience like and how far you can push the boundaries.

Svetlana_M that's where I am coming from, as we live in a post Youtube + Twitter viral age. People and companies get that, and get that that is what it takes this day. you go too far, as others have gone far already. I dont work for a larger brand, so I can't comment on their policies and inner culture, however I do follow top brand ads, and its clear what makes the win these days!

Thanks for sharing the data on "the day no one posted". You point out that the loss of traffic was negligible but at the same time acknowledge that you aren't eager to repeat the experiment. I think that's a common dilemma! Even looking at the data we can't part with our "must post every day" mantra!

I hear you Nick. It's not easy to break the rules, and I'm not going to push you until you're ready, but if you ever find yourself with an article that just won't be ready, know that it's an opportunity to learn and not a total disaster :)

In my opinion that I have experienced throughout is for a strong content marketing campaign, you must have strong existing of social media, you have to be very active and participant in communities and groups over social media to spread your message to get maximum out of your content. this is the only way you can get your content viral.

Content is still king. If you’re planning on captivating your audience with your content, you’ll have to start thinking outside the box. In fact, you’ll need to eliminate the box entirely. There are several rules that you need take very seriously:

Stay on point with your message. Know what’s working for your audience and keep doing it.

Find your competitive advantage. Everyone has one. Once it’s found, cling to it for dear life. People want to connect with who you are, not necessarily with what you do.

Correct, Rules are made to be broken and it is not jsut content marketing whole digital marketing goes the same way. If you are following your to-do check list for your project, you are dreadful and if you are experimenting new things then 1 out of 10 will definitely work

I've been creating content for several months now, and there's something I've noticed: every company (not surprisingly) wants to stand out. But it's interesting how few of them want to do something daring in order to do so. I think that we're going to have to break some of those rules you mentioned in order to break out of the boxes we too often find ourselves in. After all, "If you always do what you've always done, you'll always get what you've always got."

Another great post, I really liked the "when is a blog the right forum" post as well. Amazing how many times people forget to consider that video, white papers, etc are all content too. Keep up the awesome work!